How Fast Should You Spend Money on a Communications Campaign?

500 Words on Thursday | Written by Lee Schneider

So you have some money to spend on a communications campaign? Great! It may surprise you to know that the amount of money you have to spend is not as critical as how fast you spend it.

Here’s the thing. In documentary production we are able to make a nice chart of how money is spent. If you view it as a timeline,  you’ll notice something right away. At the start – when it is just you and an idea – things are pretty cheap, but as production continues – adding a crew, an editor, composer, and graphics –  things get more and more expensive. If you need to make changes at the beginning, it’s cheap. If you need to change something at the end, it is not cheap.

Now, when you look at communications and PR, most people turn that formula on its head. People seem to think like movie moguls who want their blockbuster movie to ‘open big,’ so they blow an enormous amount of money on the opening …

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